Lead Generation with B2B Inbound Marketing

Strategic Lead Generation Insteadofexaggerated web 2.0 activity
B2B Marketing Congress
Wuerzburg/Germany
10.20.2010
chainrelations || Torsten Herrmann || 20.10.2010 || page1
www.chainrelations.de

Lead Generation 2.0
Two Theses
No more your marketing and sales processes but the decision process of the client and how you integrate yourself in them decides about the revenue success.
To a large extent the decision process takes place without you as a provider talking notice. Your company loses the deal, because you didn‘t win the potential client as a lead first.

Lead Generation 2.0
Company
Classic lead generation
- Direct marketing
- Tele marketing
- Cold calls
- Advertising
Potential Client

Lead Generation 2.0
Company
Outbound marketing
- Direct marketing
- Tele marketing
- Cold calls
- Advertising
Inbound marketing
- Internet media
- Social Media
- Mobile
Potential Client

Lead Generation 2.0
Clients Search for their Providers
80 %
20 %
Source: „B2B Lead Generation Handbook", MarketingSherpa 2008
Client foundtheprovider
Client was contactedbytheprovider

Lead Generation 2.0
Definition B2B Inbound Marketing
„B2B-Inbound-Marketing is a strategic lead generation approach, that causes
a potential client to find the provider,
to let himself be inspired,
to grapple with the company,
to select him for the final decision round and
to start the contact with him.
Therefore, sales receives qualified, informed leads with a higher closing probability.“

Lead Generation 2.0
Missing Strategic Approach
Target
TOOL
Webi-nar
SEO
White paper
Lead generation
?
Client enlargement
Client retention
Client service

Lead Generation 2.0
Four Sub-Targets of Inbound Marketing
Registration/start of contact
CONVERSION
Bringing forward
in the decision process
Qualification of leads/sales preparing
Lead nurturing

Lead Generation 2.0
Four Sub-Targets ofInbound Marketing
Registration/startofcontact
CONVERSION
Bringingforward
in thedecisionprocess
Trust
Qualificationofleads/salespreparing
Lead nurturing

Lead Generation 2.0
5 “I” of Trust Building in the B2B Communication
Intensity
Individuality
Irradiation effect
Intelligence
„Die fuenf I der Kommunikation
imInvestitionsgueter-Marketing“,
Michael Kleinenkamp and Olaf Ploetner, 1994
Integration

Lead Generation 2.0
5 “I” of Trust Building in the B2B Communication
Intensity
Trust is built long-term in small steps.
Individuality
Everybody prefers different contents and forms,
therefore, trust hast to be built up individually
Irradiation effect
Competence/reliability hard to be anticipated,
substitutional information are neccessary
Intelligence
Decision maker should receive the right,
risk-minimising information.
Integration
Communication instruments and needs of
potential clients should be integrated.

Lead Generation 2.0
Decision Process
Epiphany/Inspirational phase
Awareness of problem/potential
Information phase
Lead
Evaluation phase
Decision phase

Lead Generation 2.0
Decision Process
Inbound Marketing Process
Getting found
Epiphany/Inspirational phase
Inspire
Awareness of problem/potential
Arouse/formulate need
Information phase
Inform/substantiate need
Evaluation phase
Support evaluation
Decision phase

Lead Generation 2.0
Five Stages of B2B Inbound Marketing
Getting found
SEO/Landing pages
Links
Content marketing
SEM
Social Media
PR/Online PR
Blogs
Twitter
Online presentations
Location based services
Inspire
Inform/substantiate
Support evaluation

Lead Generation 2.0
Getting found
Content marketing
White paper
Webinars
Case studies
Online expos
Forums
Inspire
Inform/substantiate
Support evaluation

Lead Generation 2.0
Getting found
Content marketing
White paper
Webinare
Case studies
Online expos
e-books
Forums
Online seminars
Online videos
Online configurators
Inspire
Inform/substantiate
Support evaluation

Lead Generation 2.0
Getting found
Evaluations tools
Calculation tools
Check lists
Online demo
Case studies
Test versions
White paper
Webinar
Online configurators
Inspire
Inform/substantiate
Support evaluation
chain relations || Torsten Herrmann || 20.10.2010 || page 17

Lead Generation 2.0
Three Central Tasks of Sales
Understand the client‘s need
Sales
Inbound Marketing
Handling objections
Closing
chain relations || Torsten Herrmann || 20.10.2010 || page 18

Lead Generation 2.0
Conclusion
The client searches for his provider by himself.
B2B inbound marketing is the answer to this change.
The best information provider recommends himself as the best solution provider.
Automation makes lead generation efficient.
Sales will get more profitable through automation, qualification, and the higher information degree of clients.

Lead Generation 2.0
chainrelations
Torsten Herrmann
Georg-Speyer-Strasse2
D-60487 Frankfurt am Main
Tel. +49/69/31 01 90 11
therrmann@chainrelations.de
http://www.chainrelations.de
http://www.twitter.com/torstenherrmann
http://www.linkedin.com/in/torstenherrmann
https://www.xing.com/profile/Torsten_Herrmann

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Lead Generation with B2B Inbound Marketing

by chain relations on Nov 13, 2010

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Lead Generation with B2B Inbound Marketing — Presentation Transcript